Stay ConnectedIntroducing a research-first podcast that builds revenue, not condos.
Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.
Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.
Copyright: © Marketing Architects
Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.
This is the second of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena and Rob are joined by VP of Analytics Matt Hultgren to talk about the tradeoffs between targeting and cost, the importance of reach in a media plan, and how to leverage technology to get the most out of traditional media channels.
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Why would anyone market to those who aren’t likely to buy right away or who don’t fit perfectly within your ICP? Actually, there are multiple reasons.
This is the first of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena, Angela, and Rob are joined by Chief Client Officer Whitney Stratten to talk about the power of broad reach marketing, how reach builds mental availability, and how clients have used TV advertising to gain massive levels of reach and build their brands.
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Awareness vs affinity. Reach vs resonance. Even customer acquisition vs loyalty. The debate has many names, and it’s clearly not going anywhere. But what if everyone’s right?
This week, Elena, Angela, and Rob are joined by SVP Brand Strategy Catrina McAuliffe to break down the purpose of both brand awareness and affinity. Because one thing is very clear: this is far from a simple debate. They’re talking through the definitions of awareness and affinity, the importance of both, how to measure them, and just how intertwined every marketing and brand measure truly is.
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Earned media is a small part of marketers’ budgets, but it’s a growing focus for brands across all categories. Still, is it really a winning marketing strategy on its own?
Deciding how to prioritize marketing investments across earned, owned, and paid media has been a long-debated topic. Even the definitions of those three categories are contested. This week, Elena, Rob and Angela are diving into the pros and cons of each type of media, why growing challenges in paid digital advertising has more brands considering earned media, and how to allocate budget across all three areas for the best results.
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75% of marketers struggle to link creative activities to commercial returns. And 79% say they have inadequate training to connect creative impact and business outcomes.
Are we in the middle of a creative effectiveness crisis? In this episode, Elena and Rob explore what creative effectiveness really means, how to measure it, and why award shows are so bad at identifying it. They even explore a framework that marketers at brands of all types can use to evaluate the likely impact of their creative work. Because great creative should absolutely translate to business results.
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Google announced they would disable cookies for 1% of Chrome users at the beginning of 2024. Now, the pressure is on advertisers looking for targeting alternatives that don’t need cookies. Like contextual targeting.
In this episode, Elena, Angela and Rob are joined by SVP Technology Aaron Lange to discuss what contextual targeting is, why it’s seeing renewed interest across the advertising industry, and how streaming TV advertisers especially can benefit from testing the targeting method. Plus, learn how AI, advancing technology, and in-depth data are making contextual far more advanced than it was before the rise of behavioral targeting.
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Following AI news has been quite the rollercoaster ride lately. The technology’s potential is incredible for a wide range of fields. But especially for creative work like copywriting, design, and video editing.
In this episode, Elena and Rob are joined by Marketing Content Designer Greg Brannen to talk about the way AI is transforming creative work and how creatives should feel about that shift. Their discussion covers everything from how technology has changed creative work in the past, to why AI is blending creative roles, to which tools are already saving design time.
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1,100 marketers were asked if they’d recommend working in their own marketing department to a friend or colleague. The results were a definitive "no.” Clearly, marketing teams need a rebrand.
Results were better among the 11% of companies the researchers identified as “winning marketing organizations” based on sales and profit growth, implying a relationship between a healthy workplace and teams that achieve success. In this episode, Elena, Rob, and Angela explore why marketing has an image problem in the first place, how bad it is, and strategies leaders can use for successful marketing team management such as fostering clarity, aligning marketing efforts with business goals, and investing in team building.
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For years, Tesla has been the poster child for why not every brand needs advertising. With word-of-mouth alone they became one of the most valuable companies in the world. So why is Tesla now shifting gears into advertising?
CEO Elon Musk publicly claimed to hate advertising, preferring to invest in research and development. But in a recent shareholder meeting, he changed his tune, suggesting advertising as a solution to the company’s recent growth challenges. This week, Elena, Rob and Angela dig into Tesla’s decision, how growing competition is changing the playing field for the company, and why all brands eventually need advertising to grow and reach new audiences.
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The “dark funnel” gained attention when marketers realized prospects were beginning the customer journey sooner than they’d thought. And they weren’t measuring it.
The earliest stages of the buyer journey happen before marketers can identify prospects engagement or without those consumers providing any personal information. These dark funnel touchpoints take place through off-site channels like word of mouth, organic social, reviews, third-party communities, and even podcasts. In this episode, Elena, Rob, and Angela are joined by Director of Analytics Jordan Rossler to talk about the challenges (and benefits) of the dark funnel plus how to set your marketing campaigns up for measurement success.
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